Hey Tom,Completely agree with your focus on community. Nurturing a good community not only results in reconversions but keeps a brand's social media presence vibrant and can help attract new customers (and defend a brand in times of crisis). The only issue I have is with Facebook competitions. I've steered clear of using them since Facebook's terms and conditions for promotions don't really allow for the types of competitions you describe (I know everyone does them anyway, but I like to play by the rules) without using an app:

i. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App.

ii. Promotions on Facebook must include the following:

a. A complete release of Facebook by each entrant or participant.

b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.

iii. You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.

iv. You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.

v. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.vi. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.

It's a shame, but competitions on Facebook aren't as simple for the brand or the customer since these rules came in a couple of years ago. I've used apps like Wildfire before but it puts an extra step into the process and you end up with less engagement (and have to pay for the app or build your own). I suggest that clients run competitions on their website and then market them on social channels. What are your thoughts on the FB T&Cs?